Abstract
The effect of personalization and age congruency on website satisfaction and recall of information was tested in a 2 (personalization: personalized vs. nonpersonalized video) × 2 (age congruency: congruent vs. incongruent) experimental design (n = 275). Personalization was found to be an effective communication tool to predict recall of information. Age congruency had an effect on satisfaction with the emotional support from the website. Narrative engagement predicted both website satisfaction and recall of information, but did not mediate the relationship between personalization and the outcomes. However, significant conditional mediation effects revealed that age congruency plays a moderating role in explaining the effects of personalization on website satisfaction and recall of online health information via narrative engagement. This study provides practical implications for developing online health messages for older adults.
| Original language | English |
|---|---|
| Pages (from-to) | 346-363 |
| Number of pages | 18 |
| Journal | Tijdschrift voor Communicatiewetenschap |
| Volume | 41 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2013 |
| Externally published | Yes |